Music Video - WordPress.com

Music Video - WordPress.com

EXAM QUESTION Component 1 Section A Media Language HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR RIPTIDE BY VANCE JOY? [15] MARK SCHEME AO2 1 Band Apply knowledge and understanding of the theoretical framework to analyse media products. 5 4 3 2 10-12 marks Good, accurate application of K&U of the TF to analyse the music video. Analysis of music video is logical and may be informed by relevant theories. 7-9 marks Satisfactory, generally accurate application of K&U of the TF to analyse the music video. Analysis of music video is reasonable and straightforward.

1 13-15 marks Excellent, consistent and accurate application of K&U of the TF to analyse the music video. Analysis of music video is perceptive, detailed and likely to be informed by relevant theories. 4-6 marks Basic application of K&U of the TF to analyse the music video, although this is likely to lack clarity, relevance and accuracy Analysis of music video is undeveloped and there may be a tendency to simply describe features of the video. 1-3 marks Minimal, if any, application of K&U of the TF to analyse the music video, with significant inaccuracies, irrelevance and lack of clarity Analysis of music video is superficial and generalised. 0 marks Response not attempted or not worthy of credit Component 1 Section A In longer essay based questions such as 15 and 30 markers it is important to: Write in a clear and cohesive structure (PEEL) Include paragraphs Use SPAG appropriately Include an Introduction, Main Body and Conclusion

Component 1 Section A It is important that all of your responses to examination questions are structured and coherent. Having a clear introduction, main body and conclusion to your response will help you to achieve a more sophisticated answer. Your opening paragraph should: A) Define any key terminology showing that you understand the meaning. By defining a relevant key word/s within the opening paragraph, you demonstrate to the examiner that that you understand the term and can provide a focus for the rest of the response. B) Demonstrate your broad understanding of the concept, for example, media language or representation. Do not launch into the essay straight away (the analysis of chosen texts etc.) You need to place them into context first. Make direct links to the question. Component 1 Section A A commonly used structure for Opening Paragraphs is D.I.S: D- Define any key terminology used in the question. I- Introduce the case study you have been asked to analyse, where necessary, provide some brief product context. S- Finally, end your introduction with a statements which clearly establishes how you intend to answer the question. Give the examiner some insight. NOW PRACTICE WRITING AN INTRODUCTION HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR RIPTIDE BY VANCE JOY? [15] HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR RIPTIDE BY VANCE JOY? [15] 1 2

3 1 Opening Paragraph Example: Media Language, for example visual, technical, audio, narrative and language codes can be analysed for meaning in a range of media texts. Within music videos, meaning is constructed through the purposeful use of different techniques which have been used to evoke certain responses / effects for the audience. In the music video for Riptide (2013) by Vance Joy, an Australian Indie Folk singer-songwriter, media language has been used not only to communicate messages about the song through the lyrics and visuals, but has also been constructed to include clear intertextual references to other media forms. This has been done purposefully to enhance the viewing experience for the audience and to emphasise some of the messages contained within the text, presenting the music video more akin to that of a short film, challenging many music video conventions. 3 Here, the candidate makes a sophisticated point that the music video has been constructed purposefully for particular effects thus demonstrating a broader knowledge of the concept of media language. The expectation is that this will be backed up by the analysis of specific examples of codes from the music video later in the essay. 2 This candidate includes an introduction which anchors their understanding of the question and demonstrates broad knowledge of the concept. They avoid jumping straight into the analysis of their case study; instead their introduction

serves to place their example within a context. They also carefully use the words from the question within the introduction to demonstrate a clear understanding. Here, the introduction begins with clear definitions of some key terms. The candidate could have defined the key term intertextuality in more depth to further support their understanding. HOW HAS MEDIA LANGUAGE BEEN USED TO CONSTRUCT MEANING AND INTERTEXTUALITY IN THE MUSIC VIDEO FOR RIPTIDE BY VANCE JOY? [15] D I S Opening Paragraph Example: Media Language, for example visual, technical, audio, narrative and language codes can be analysed for meaning in a range of media texts. Within music videos, meaning is constructed through the purposeful use of different techniques which have been used to evoke certain responses / effects for the audience. In the music video for Riptide (2013) by Vance Joy, an Australian Indie Folk singer-songwriter, media language has been used not only to communicate messages about the song through the lyrics and visuals, but has also been constructed to include clear intertextual references to other media forms. This has been done purposefully to enhance the viewing experience for

the audience and to emphasise some of the messages contained within the text, presenting the music video more akin to that of a short film, challenging many music video conventions. Point Denotation [Example] Connotation [Explanation] In the opening shot from the Vance Joy music video for Riptide, his first single and video released in the US, intertextuality has been created through visual and technical coding. Firstly the cinematic, long shot of the white clouds in the bright blue sky signifies the beginning of the music video / narrative acting as an opening establishing shot. Additionally, at the bottom of this shot, a billing / credit block has been introduced. This shot purposefully positions audiences to decode a clear intertextual reference to feature films as credit blocks commonly appear on film posters and in film trailers. This reinforces that the music video has been constructed in the style of a short film, which creates audience interest and may offer a challenge to typical music video conventions. This immediately suggests a sense of uniqueness and intrigue to a new emerging artist.

This is interesting to explore further when we look at economical contexts and the purpose of music videos as marketing tools for artists YOUR TURN! WRITE A NEW P.E.E. FOR A DIFFERENT TECHNIQUE WHICH HAS BEEN USED IN THE VIDEO TO CREATE Helpful connectives andINTERTEXTUALITY. sentence starters you could use: Firstly On the other hand In conclusion Consequently Similarly The effect of this choice is One might argue that The denotation is In contrast The purpose of this choice is This illustrates that The connotation of this feature is However This shows that This highlights that Therefore Helpful mid-sentence connectives to develop connotations of the denotations: shows connotes points out links illustrates

represents proves defines depicts contrasts conveys expresses emphasises gives the impression portrays differs EXAM QUESTION Component 1 Section A Representation COMPARE THE CHOICES THAT HAVE BEEN MADE IN THE REPRESENTATION OF ETHNICITY IN THE FILM POSTER FOR BLACK PANTHER (2017) AND THE MUSIC VIDEO FOR DREAM, BY DIZZEE RASCAL. [30] MARK SCHEME AO2 1 and 3 Band Apply knowledge and understanding of the theoretical framework of media to analyse media products, including in relation to their contexts and to make judgements and draw conclusions. 5 4

3 25-30 marks Excellent, consistent and accurate application of K&U of the TF to analyse the unseen and set texts. Analysis of how representations in the texts construct versions of reality is perceptive, detailed and may be informed by relevant theories. Detailed and appropriate comparisons of ethnicity made between the texts. Judgements and conclusions regarding how the texts relate to relevant media contexts are perceptive, insightful and fully supported with detailed reference to specific aspects of the texts. 19-24 marks Good, accurate application of K&U of the TF to analyse the unseen and set texts. Analysis of how representations in the texts construct versions of reality is logical and may be informed by relevant theories. Reasonably detailed and appropriate comparisons of ethnicity made between the texts. Judgements and conclusions regarding how the texts relate to relevant media contexts are logical and are supported with appropriate reference to relevant aspects of the texts. 13-18 marks Satisfactory, generally accurate application of K&U of the TF to analyse the unseen and set texts. Analysis of how representations in the texts construct versions of reality is reasonable and straightforward. Satisfactory comparisons of ethnicity made between the texts, although there may be more focus on one of the texts. Judgements and conclusions regarding how the texts relate to relevant media contexts are straightforward and supported with some reference to relevant aspects of the texts. COMPARE THE CHOICES THAT HAVE BEEN MADE IN THE REPRESENTATION OF ETHNICITY IN THE FILM POSTER FOR BLACK PANTHER (2018) AND THE MUSIC VIDEO FOR DREAM,

BY DIZZEE RASCAL. [30] 1 Opening Paragraph Example: 1 Representation in the media is the way in which media texts like music videos and film posters offer the audience versions of reality and present certain social groups in a particular way. All representations are constructions. The way in which the representation is constructed is influenced by the messages and 2 ideas that the producers of the text encode / want to convey to the audience. In the music video for Dream (2004) by Dizzee Rascal, an English hip hop, rap and grime artist, and the film poster for the 2018 Marvel superhero film Black Panther, the representation of ethnicity is both similar and contrasting in different aspects. 3 Representations have a different purpose according to the type and genre of the text, the context surrounding the text and the target audience. For example, with regard to representations of ethnicity, different ethnic groups are represented in different ways depending on the specific text and its context. It is a too simple a statement to say that all representations of ethnicity are negative as it is much more complex than that. 3 2 This candidate includes an introduction which anchors their understanding of the question and demonstrates broad knowledge of the concept. They avoid jumping straight into the analysis of their texts;

instead their introduction serves to place their examples within a context. Here, the candidate could have used the media term, ideology instead of ideas to make the response more sophisticated and to demonstrate media knowledge. Here, the candidate makes a sophisticated point that representations differ according to their context thus demonstrating a broader knowledge of the concept. The expectation is that this will be backed up by a specific examples from the texts later in the essay. COMPARE THE CHOICES THAT HAVE BEEN MADE IN THE REPRESENTATION OF ETHNICITY IN THE FILM POSTER FOR BLACK PANTHER (2018) AND THE MUSIC VIDEO FOR DREAM, BY DIZZEE RASCAL. [30] Opening Paragraph Example: D Representation in the media is the way in which media texts like music videos and film posters offer the audience versions of reality and present certain social groups in a particular way. All representations are constructions. The way in which the representation is constructed is influenced by the messages and ideas that the producers of the text encode / want to convey to the audience. I In the music video for Dream (2004) by Dizzee Rascal, an English hip hop, rap and grime artist, and the film poster for the 2018 Marvel superhero film Black Panther, the representation of ethnicity is both similar and contrasting in different aspects. S

Representations have a different purpose according to the type and genre of the text, the context surrounding the text and the target audience. For example, with regard to representations of ethnicity, different ethnic groups are represented in different ways depending on the specific text and its context. It is a too simple a statement to say that all representations of ethnicity are negative as it is much more complex than that. Point Denotation [Example] Connotation [Explanation] In the music video for Dream by Dizzee Rascal, ethnic representations have been constructed to reinforce significant differences between different social groups. To some extent, representations of Black youth culture have been represented in a negative, stereotypical way. However, the video does also attempt to subvert negative ethnic representations through the construction of the narrative in the video. The music video is constructed to show a positive story of a rapper who triumphs over adversity, gets a record deal and becomes a success. This is reinforced in the video by showing a juxtaposition between Dizzee as a young black rapper to the older white female who endorses the positive messages in the video through approving facial expressions as Dizzee starts to change his lifestyle. This

encourages young people (and typical fans of the rap genre) to work hard and go far, by showing Dizzee overcoming his adolescent and criminal lifestyle in favour of working hard for a record deal. This may appeal to an audience as a refreshing change from more stereotypically negative representations of Black youths in the media and has been mediated to represent Dizzee positively and as a role model from a minority ethnic group. Helpful connectives and sentence starters you could use: Firstly On the other hand In conclusion Consequently Similarly The effect of this choice is One might argue that The denotation is In contrast The purpose of this choice is This illustrates that The connotation of this feature is However This shows that This highlights that Therefore Helpful mid-sentence connectives to develop connotations of the denotations: shows

connotes points out links illustrates represents proves defines depicts contrasts conveys expresses emphasises gives the impression portrays differs HOMEWORK: Write a new PEE paragraph analysing the representation of ethnicity in the Black Panther film poster. In this paragraph, consider how the poster compares to the music video for Dream. Are the representations similar or different? Why?

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